Research Repository

See what's under the surface

Successful cases of Interactive Network Branding

Koporcina, Nikolina



Jan-Åke Törnroos


This chapter of the book focuses on presenting successful Interactive Network Branding (INB) illustrative case examples. We first present each case by tackling the specific issue that appears in each of the companies, after which we present possible solutions. These case examples serve two purposes. Firstly, they are illustrating contemporary issues that are relevant for small and medium-sized enterprises (SMEs), especially related to their fast growth on the market. As such, the cases are relevant for practitioners who are working in SMEs or having business relationships with them. Second, the study is relevant for students, especially at advanced levels of studies in business schools, who are interested in having their own company or working in an SME in the future. Besides, illustrative cases are often used to help readers comprehend “how the conceptual argument [in these cases INB] might actually be applied to one or more empirical settings”

Publication Date Nov 12, 2019
Book Title Understanding Interactive Network Branding in SME Firms
Chapter Number 13
ISBN 9781789739787
Institution Citation Koporcina, N. (2019). Successful cases of Interactive Network Branding. In Understanding Interactive Network Branding in SME FirmsEmerald
Related Public URLs